The New Zealand Symphony Orchestra (NZSO) has launched a new multi-channel campaign promoting its 2014 seasons while also aiming to “get classical music outside its normal spheres of influence”.

The campaign, created by Wellington-based design and communications agency The Church, involves 15 unique videos, a micro-website, an app, a brochure and outdoor marketing materials.

Each video represents an individual concert tour, with a visual concept used to describe the emotion of the accompanying music. A snippet of the music from the relevant concert is overlaid against the images.

NZSO’s head of marketing Thierry Pannetier said in a statement: “This campaign has turned heads – it’s certainly a different take and we hope that new audiences of Kiwis will come and try out this art form.”
The Church’s managing director Paul Soong said in a statement: “I believe this is best marketing campaign in the NZSO’s 67-year history, and possibly one of the best ever in the Orchestral music sector.”

The Church worked alongside Flying Saucer films’ Hamish Johnson as video producer and director and Steven Boniface as photographer.

Miranda Ward is the publishing and PR editor at Mumbrella. She edits the weekly PR newsletter CommsCon and the weekly publishing newsletter Publish.
Miranda joined Mumbrella in September 2013 from Sky News.